The Research On Jiangxi Daily Brand Construction

With new techniques used and continuous reforms of the media,media environment has been changed a lot.The influence of media,especially printed media which is called the first media,has been diminished as well.Many printed media which was famous in the past has become decayed gradually.Moreover,many reputed journals which have a long history have stopped publication one after the other.Under the impact of new media,many insiders and scholars are down on the prospect of printed media with the theory of “winter of paper media” formed.In order to have a place in the worsening market of printed media,much of the press began to focus on the establishment of their own brands.Several media that Guangzhou Daily represents start to establish their brands and have achieved good results.Jiangxi Daily has enhanced their reputation in the past 67-year development.But there is still considerable gap between its influence and that of Party Newspaper in advanced regions due to the lack of development plans and the weakness of brand awareness.Through the introduction,the paper firstly introduces research background and research significance of the survey on brand establishment of Jiangxi Daily,determines the research object and the research approach,describes related research status and clarifies basic thoughts and the framework of the research.Then,the paper fully introduces the situation that Jiangxi Daily is facing at present by analyzing the historical background of the new media and the development environment of Jiangxi Daily.Afterwards,the paper deeply analyzes the current situation and problems that Jiangxi Daily is facing by using the concept and indexes in the brand establishment of Party Newspaper.It also analyzes the construction situation of Jiangxi Daily and reasons for existing problems by dissecting these problems and comparing with current situation of Party Newspaper brand establishment in advanced regions.Based on this,the paper puts forward general ideas,basic principles and core goals about the brand establishment of Jiangxi Daily by combing theories about the brand establishment of Jiangxi Daily.It also makes a specific plan about the brand establishment including redesigning the CI system of Party Newspaper,clarifying the reader positioning and content positioning,strengthening the scheme of newspaper and reinforcing the brand.Finally,the paper presents the guarantee measures for the implementation of brand establishment plans of Jiangxi Daily including integrating media resources,perfecting mechanism of assessment and reward and strengthening personnel training and talents cultivation.The paper provides theoretical support for the brand establishment of Jiangxi Daily and puts forward effective implementation plans to establish the brand of “The Most Authoritative Political and Economic Newspaper In Central Regions ”.Meanwhile,the paper improves and enriches the brand establishment theory of Party Newspaper,provides beneficial reference for the survey related to the brand establishment of Party Newspaper and has strong practical significance.